宏观谈PR行业变化.docxVIP

宏观谈PR行业的变化，主要有3点（1）引用爱德曼（Edelman）公关《2017年全球信任度调查报告》+Richard的话：trust crisis 素材1【说明：公众对媒体的信任危机】（2）新媒体的特征+皮尤研究中心数据：特朗普用twitter帮助选举 素材2【说明：新媒体环境下，传播形式的变化，不再是单向输出】（3）简单略说：不再凭借巧舌如簧，而是注重顾客体验和共鸣 素材3【说明：形式的变化，更注重科技和共鸣】？这几点的前后顺序需要考虑一下结合personal experience谈理解--- 娱乐拆穿姐，精确快速掌握受众兴趣点，使用gif等多媒体方式--- 罗德，维护媒体关系这部分，responsibility如何适应公关最重要的核心始终是信誉 素材4（1）心态层面：抱着做产品的心态做公关传播，了解用户需求（2）技能层面：不断学习新技术，多管齐下稍微结合BU的该program【素材1】Edelman Trust Barometer?是什么？The 2017 Edelman Trust Barometer is the firm’s 17th annual trust and credibility survey. The survey was done by research firm Edelman Intelligence and consisted of 25-minute online interviews conducted on October 13th?– November 16th, 2016. The 2017 Edelman Trust Barometer online survey sampled more than 33,000 respondents consisting of 1,150 general population respondents ages 18 and over and 500 informed public respondents in the U.S. and China and 200 informed public respondents in all other countries across 28 markets. 《2017年全球信任度调查报告》：The?2017 Edelman TRUST BAROMETER?reveals the largest-ever drop in trust across the institutions of government, business, media and NGOs. Trust in media (43 percent) fell precipitously and is at all-time lows in 17 countries. It began with the great recession of 2008, but like the second and third waves of a tsunami, globalization and technological change have further weakened people’s trust in media. The cycle of distrust is magnified by the emergence of a media echo chamber(媒体的回声室效应，即人云亦云)that reinforces personal beliefs while shutting out opposing points of view. Respondents favor search engines (59 percent) over human editors (41 percent) and are nearly four times more likely to ignore information that supports a position they do not believe in.引用：“The implications of the global trust crisis are deep and wide-ranging,” said Richard Edelman, president and CEO of Edelman.“People now view media as part of the elite,” said Edelman. “The result is a proclivity for self-referential media and reliance on peers.